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Problem |
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| A quick service restaurant chain was seeking to understand
the different types of category consumers available. Their
goal was to be able to prioritize them in order to develop
a new competitive market positioning and to help facilitate
communication strategy development. |
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Approach |
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| An online quantitative survey directed to more than 1,500
18+ QSR customers was designed, fielded, and analyzed by Directive
Analytics. Measures of related behaviors, needs, category-brand
perceptions, QSR and personal attributes were collected. Data
was first analyzed based on QSR related attitudes and the
resulting segments’ predictive powers were tested across
several key variables. |
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Learning |
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| A total of six effective segments were identified and a
threshold test of marketing effectiveness measures was employed.
Two opportunity segments were then designated as primary targets
for future marketing efforts, with positioning alternatives
and corresponding communication options made available for
client review and approval. Further gaps in delivery and consumer
needs were identified for the key category usage segments.
This suggested future needs to expand menu options to better
serve these groups as a new initiative to drive brand growth. |
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